Kartik Shah comes from a gemstone family — he grew up around precious objects and started young helping with his father’s inventory, sorting gemstone packets as a middle schooler. Over the years he did everything at the company (D S Gems in New Jersey) from meeting clients to sourcing gems. “I would say it’s all I know,” Kartik said. So it was just a matter of time before he started designing.

He first started playing with designs in 2020, when everyone was up to a bit of reinvention. And then launched his own company — Etiq — on 11-11-2021, an auspicious date. And when the time came to open a brick-and-mortar store, he picked 11-11-25. And Tribeca. (They are in the former Otte space up the loading dock on N. Moore.)

“It’s where art meets commerce. The craft takes precedent here,” Kartik said. “We explored Madison Avenue and Soho and we thought Tribeca resonated the most with the brand.”

He now partners with his fiancé, Guneet Kaur, whose last job was at Vera Wang as a bridal stylist and specialist in alterations. (They own the company together.)

The gems they work with are custom cut in India and the designs are what they call Indian Modernist — classic with a twist. And the pieces are then handcrafted in New York City or Italy. The collections include a deconstructed line of rings and necklaces inspired by the fold in a piece of paper; floral hoops that take their cues from jharokas — the stone bay windows unique to Indian architecture; rings whose shape is inspired by the traditional khol drum, with a jeweled centerpiece that spins.

“All of our work is inspired by blending Indian pieces with modern New York,” Guneet said. (She’s lived on Broome for years.)

They make custom pieces by appointment and they’ve designed the shop more like a living room than a store, “to be a social experience,” Kartik said. They would love it if you stop by for tea.

Etiq
37 N. Moore | Hudson and Varick
etiq@etiqdesign.com
Tuesday to Saturday, 11a to 6p
Sunday & Monday by appointment only